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Online MBA

Area of Emphasis; "Bolt On" Certificates

Integrated Marketing Communications AOE

The Area of Emphasis in Integrated Marketing Communications is intended to prepare MBA students to develop the skills required to manage integrated marketing communications campaigns for their firms. Students will be exposed to coursework in integrated marketing communications, audience insight, brand equity management and emerging media. Students interested in this AOE must apply separately as only five candidates will be accepted each term. Application deadline for Fall AOE Admission is July 15, 2019.  APPLY NOW

Course Requirements

In order to satisfy the requirements of the Area of Emphasis, a student must complete the four required courses listed below. Note that a cumulative GPA of 3.0 is required for graduation from the Online Hybrid MBA program. The courses and grades from the Area of Emphasis will be counted towards a student’s cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 3.0) in the MBA program.


  • IMC 610: Introduction to Integrated Marketing Communications (3 credits)
    Introduces students to the fundamentals of Integrated Marketing Communications (IMC). Students learn and apply the IMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. This course also provides a comprehensive orientation to the WVU IMC graduate program.
  • IMC 612: Audience Insight (3 credits)
    Provides an in-depth look at consumer behavior and its role in IMC. Examines consumer behavior in terms of internal influences, external influences, the consumer decision-making process, and consumers and culture. Students also learn ethnographic research.
  • IMC 613: Brand Equity Management (3 credits)
    Explores strategic and creative decisions to manage, build, and measure brands. Brand management issues investigated include consumer perceptions, competitive analysis, new product development, crafting communication messages, crisis management, and development of marketing programs.
  • IMC 619: Emerging Media and the Market (3 credits)
    Examines how modern industry uses emerging media, such as blogs and virtual worlds to enhance the IMC process. Addresses the creative and ethical issues unique to digital media.

Total Hours: 12 Credits

Online MBA students who elect to enroll in this Area of Emphasis will be required to complete IMC 610 before moving on to the other courses in the Area of Emphasis.

MBA students who declare this Area of Emphasis are expected to take IMC AOE courses during their second summer in the program as elective courses. The addition of this AOE by an MBA student will add two courses to their plan of study and increase the total credit hours required to earn their MBA to 54 credits.

"Bolt On" Certificates

The Online Hybrid MBA offers the following online certificates for qualified OHMBA students: